The Promotional song is the new tool of film marketing

More and more films seem to be now investing in what is termed as a ‘Promotional Song’. A promotional song is a song that is usually shot post shooting the film with a big star or celebrity who is not otherwise in the film.

| TNN | Aug 10, 2014, 12.00 AM IST

Ajay Devgn, Kareena Kapoor Khan and Yo Yo Honey Singh

More and more films seem to be now investing in what is termed as a 'Promotional Song'. A promotional song is a song that is usually shot post shooting the film with a big star or celebrity who is not otherwise in the film. By this time usually, the trailer is out, the other songs have been released and so obviously the promotional song becomes the last big effort to push the music and the film. The effort is always to have this as a chartbuster so that it becomes an important driver for the audiences to go watch the film.

Not surprisingly, the two hot favourites for featuring in promotional songs of films seem to be India's most popular star Salman Khan and the current craze YoYo Honey Singh. In many films, Chennai Express being the best case in point, Lungi Dance became as popular as the film itself and helped drive audiences. While it's great for the audiences, it certainly adds to the cost of the film as more often than not, this is the most expensively shot song in the film.

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